Regarding Tad Clarke’s editorial, the answer is clearly to stick with the DMA. Direct marketers have many tools in the toolbox when it comes to developing, tracking and refining ways to entice prospects to take an action.
Whether it is DRTV, direct mail, print or interactive, all smart direct marketers use the right media mix with the appropriate creative, offer and fulfillment. Just because interactive is the latest tool to be invented and accepted doesn’t mean the main association for direct marketing needs to alter its name to give it the presence it already has.
As the “traditional” branding world (from CPG companies to financial behemoths) learns the value of direct marketing, shouldn’t the real name changes be at other associations?
Ken Katzman, President, Customized Marketing Solutions Inc.